Mat Cruz is a Creative Director at Gut.
Mat Cruz is a Creative Director at Gut.
Selected Work
Project: just Date a Farmer
Client: Just Crack an Egg | KraftHeinz
In late 2022, egg prices at grocery stores skyrocketed and people freaked out. To help Americans get eggs for free, we partnered with FarmersOnly.com and encouraged people to date farmers.
How they get the eggs? That’s up to them…
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Project: Gotta be KD
Client: Kraft Dinner | KraftHeinz
Kraft Dinner is the national dish of Canada. This film helped re-launch the brand for people born after the year 2000.
Project: Sponsor The Parents
Client: Molson
Molson wanted to sponsor Olympic athletes. But because of beer sponsorship rules, lawyers said we couldn’t.
So instead, we sponsored other people who get shown on camera over and over again during the games.
Olympians parents.
Project: The Ford Smoothie
Client: Ford
Most people would never guess that Ford builds trucks and SUVs with renewable, plant-based materials like coconut, soybean, algae, and prickly pear.
To shed light on this little-known fact and prove that Ford is way more progressive than people think, we released The Ford Smoothie: a delicious, nutritious smoothie made from the same stuff Ford uses to build trucks and SUVs.
It’s the world’s first Ford you drink instead of drive.
Project: Spot the Difference
Client: IKEA
Even though thousands of IKEA products are getting cheaper, their products aren’t changing in any way. You get the exact same thing, just for way less money.
To show this, we used the ‘Spot the Difference’ visual technique we all remember from when we were kids (spoiler: there is no difference.)
The campaign was an Ad Age Editor’s Pick, which is cool considering the whole thing basically started as a hard-working banner brief.
Project: Drive Stream
Client: Ford
When the pandemic began, Ford had a major problem. Almost nobody was coming into dealerships to test drive the first-ever all-electric Mustang. So how do you get tons and tons of potential customers to experience the Mustang Mach-E from the safety and comfort of home? We custom build a 100,000 sq. foot interactive track and program a chatbot that allows viewers to remotely control a real Mustang in real-time. Creating the world’s first test drive, live on Twitch.
Project: I-KIJIJI-A
Client: Kijiji
In the post-pandemic world, IKEA is facing major stock shortages. But Kijiji (Canada’s #1 re-selling platform) has thousands and thousands of IKEA products available right now.
To prove it, we sourced an entire catalogue worth of second-hand IKEA stuff from Kijiji and made this thing. Say Hej to the I-KIJIJI-A Catalogue.
Project: Where great tech can take you
Client: The Source
While other tech retailers were focusing on product volume, we delved into what truly matters to people when purchasing a new device
Project: Priced for Student Life
Client: IKEA
Most people would never guess that Ford builds trucks and SUVs with renewable, plant-based materials like coconut, soybean, algae, and prickly pear.
To shed light on this little-known fact and prove that Ford is way more progressive than people think, we released The Ford Smoothie: a delicious, nutritious smoothie made from the same stuff Ford uses to build trucks and SUVs.
It’s the world’s first Ford you drink instead of drive.
Project: The Trail Runs Red
Client: Doritos
After Doritos launched a streaming platform, we needed to follow up with comtent that would give the platform some oomph. We followed Netflix’s lead and created The Trail Runs Red -a multi-part, sports, true crime, murder mystery? docu-series chronicling the dramatic rise of an obsessive genius who harnessed the power of Sacred Geometry and tortilla chips to change the world of sports forever. Start binging now.
Project: Ninja Your Day
Client: Emergen-C | Pfizer
Feeling the blahs of an onset cold kick in? exhausted during the work day? Emergen-C is the sidekick you’ve always wanted, literally. We personified the product into a sidekick ninja and had them jump around and break stuff. NINJA YOUR DAY!