RunThis
Client
RunThis (In-House)
Year
2023–2026
Labs is our in-house R&D arm — a testing ground for ideas that don't have a client, a brief, or a budget. The only requirement is that every experiment ships to real audiences and generates real data.
Each lab report tests a hypothesis about how culture, branding, and internet mechanics actually work — then publishes the results, whether the experiment hit or went up in flames.
When Travis Scott dropped JACKBOYS 2, the track "Shyne" went viral overnight for its "wobbly wiggly woah" lyrics. We saw a window and moved fast — within 18 hours, we turned a $19.99 Bop It into a custom Travis Scott toy called the "Jack It!" by replacing the branding with custom stickers and engineering a sound mix that synced his vocals to the toy's actions.
We seeded it through DM relationships with hip-hop media pages. Two pickups later, we had a quarter-million engagements and a co-sign from the artist himself.
271K+
Total Likes
1.16M+
Total Views
$30
Total Budget
We found an old Burger King kids' meal Rugrats watch — a $1.99 piece of plastic from the early 2000s — covered it in rhinestones, and shot it like a Rolex. The hypothesis: if we manufactured a brand-centric cultural moment compelling enough, could we get a global brand to take the bait and jump into the conversation themselves?
We seeded it to watch collectors, streetwear pages, and nostalgia communities. Within a week, two global brands responded — uninvited.
1.17M
Impressions
6,189
Likes (Single Tweet)
92
Quote Tweets
We wanted to test whether presentation and concept alone could earn the same editorial treatment as an actual fashion release. So we made a fictional product — custom desktop folder icons themed like fashion items — packaged and marketed it like a real drop, and seeded it to fashion and culture pages through DM relationships.
Nobody could tell the difference. People were asking where to buy it, tagging friends, and treating it like a legitimate release.
5
Culture Page Pickups
2.3M+
Combined Followers
$0
Media Spend
We challenged marketing's oldest rule — don't go political. The idea: custom Vans slip-ons featuring JD Vance's face on each foot. We shot a skate video and let the internet decide if we were serious. The payoff line — "Radical Shoes For A Radical Government" — plays on the word radical existing in both the political and skateboarding worlds.
The result was the most engaged experiment in Labs history. It was also the most hostile.
756K
Plays
60.7K
Likes
988
Comments
$80
Total Budget
Every experiment trains the same muscle we use for client work: manufacturing cultural relevance at speed, on a budget, at scale. The difference is that here, we publish the playbook — wins and losses.
Four experiments. Two artist/brand co-signs. Three viral runs. Total combined budget: under $150.
Next Project
SCOUTING THE CITY