To launch Dunkin’s mobile ordering feature on the DD Perks app, we partnered with BuzzFeed to co-create a scripted video that drafted off a glaringly obvious but near-universal truth: When you’re waiting in line, you’re always paranoid someone is trying to get ahead of you.

We ran with this insight and developed a series of “line-cutter” archetypes, ultimately setting up Dunkin’ mobile ordering as the salve to ease any anxiety over losing your place in line. Because after all, what’s better than cutting the line altogether?

Role: Lead Creative