MUD\WTR
“If I’m stuck on a creative island, and the only way off is an out of the box idea, I want to work with Kyle. My designs come to life with his copywriting.”
— Dersu Rhodes, Creative Director, Vice & MUD\WTR
This Forbes article covered our “microdose at work” stunt. The purpose was to reframe coffee as a drug, just like mushrooms. Why are some drugs stigmatized while others are offered at work? This story helped position MUD\WTR as a relevant voice in this cultural conversation.
This limited-edition Trends w/ Benefits newspaper by MUD\WTR was a way to kick it old school and detox from your phone. An homage to a time when newspapers were a quarter, and we had the attention spans to read them. I served as creative lead on this project and worked with the talented Elizabeth Limbach (Director of Communications) and Jacob Brighton (Senior Designer).
MUD\WTR customers' LTV dramatically increased when they upgraded to the 90-serving bag, scheduled to arrive every three months. I wrote this copy to make the case. The numbers people told me it was very effective. Yay.
While testing the walls of copy, we found that long descriptions worked better. It showed customers that we had something to say.
The best morning ritual starts the night before. I co-wrote this commercial with our founder, Shane Heath, to introduce our new :rest product. It was directed by the talented Chris Keener.
Do mushrooms freak you out? Good! Because we introduced our new :mushroom boost product by delivering a brief history of mushrooms. From witches to 1960s psychedelic scientists, mushrooms have been part of us for a very long time.