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    Zulu Alpha Kilo, Director Kacper Larski “Ignite Your Senses” For Subaru Canada

    By SHOOTUpdated:No Comments1992 Views

    Hot sports cars have always made drivers feel a bit flush. Now Subaru Canada is taking the launch of the all-new BRZ to another level by allowing consumers to literally taste it in the form of a scorching hot sauce.

    Aptly titled “Ignite Your Senses,” the integrated campaign was launched through this dramatic online film directed by Kacper Larski via production company Asymetric for agency Zulu Alpha Kilo, Toronto. Revolving around a curious pizzeria, the story begins with a customer becoming enraptured by an all-new Subaru BRZ parked outside the restaurant. Seeing what lights this guy’s fire, the chef gives him a unique bottle of hot sauce featuring BRZ branding. And after tasting the bottled-up feeling of the sportscar, the customer’s heightened senses launch him into a fiery BRZ driving fantasy through the city.

    But the film premise is more than just pure fantasy. A batch of BRZ Hot Sauce bottles have been earmarked for select dealers and surprise and delight giveaways on social media, so consumers can take a “taste drive.”

    Aimed at a youthful and tech-savvy audience, a code found on BRZ Hot Sauce bottles leads consumers to a Snap AR gaming lens. The objective of the game is to navigate the BRZ through a curvy street course and collect as many chili peppers as you can within a minute. Gamers will get a real-time view of their facial expressions during the experience and can steer the BRZ by physically moving their head.

    “Hot sauce has become a cultural phenomenon in recent years,” said Wain Choi, executive creative director at Zulu Alpha Kilo. “By tapping into that rich culture, we can push the boundaries on how to spark interest and trial of a new vehicle.”

    Zulu Alpha Kilo and Zulubot, the agency’s production arm, led the strategy and creative development for the integrated campaign. The work spans online videos, a Snapchat AR lens, social content, OOH, digital takeovers and package design. Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.

    The “Ignite Your Senses” campaign is the latest installment in Subaru Canada’s “Welcome to Uncommon” platform, which launched in 2021.

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    Credits

    Client Subaru Canada Agency Zulu Alpha Kilo, Toronto Zak Mroueh, chief creative officer; Wain Choi, executive creative director; Kevin Sato, creative director/art director; Vinay Parmar, creative director/writer; Randy De Melo, Mirani Bhatt, art directors; Karishma Wadia, Ryan Kukec, writers; Stephanie Yung, head of design; Rasna Jaswal, Kevin Sato, designers; Heather Segal, Carly Miller, Shaunagh Farrelly, strategy team; Sean Bell, head of digital. Production Company Asymetric Kacper Larski, director; Jeremy Snell, DP. Postproduction Zulubot Christine Taranco, Tom Evans, Adam Palmer, Sarah Dayus, Laura Dubcovsky, Tim Winchester, Ola Stodulska, Jason Pearson, Colleen Allen, producers; Ece Inan, interactive producer; Andrew Martin, lead AR artist; Jake Edwards, Gillian Black, developers. 3D Studio Soup Color Alter Ego Connor Fischer, colorist. Music & Audio SNDWRx  Didier Tovel, composer & engineer. Snap Lens Audio Zulubot Noah Mroueh, audio engineer. Editorial/Post Jessie Posthumus, editor; Felipe Chaparro, editor/VFX artist; Dan Margules, VFX artist; Cecilia Bernasch, motion graphics. Hot Sauce Bottler Pepper North Artisan Foods 

    Media Type:Commercial: Online
    ScreenWork Categories:Commercial
    Video Tags:AsymetricKacper LarskiZulu Alpha Kilozulubot



    The Hudson Dusters Direct New Jersey Holiday Film For RWJBarnabas Health From Agency StrawberryFrog

    Monday, December 8, 2025

    This long-form spot for RWJBarnabas Health--directed by The Hudson Dusters of Greenpoint Pictures for ad agency StrawberryFrog--takes us to New Jersey families in the places and moments that matter most during the holidays. As the largest healthcare provider in the state, RWJBarnabas Health aims to show up in the everyday spaces where people already gather.

    Lensed in Nutley, Clifton and Montclair, the film for the “Jersey Spirit” holiday campaign uses a local cast of New Jerseyans to convey authenticity.

    “With this campaign, we wanted to bottle up the spirit of New Jersey during the holidays--the humor, the hustle, the heart,” said Tyler DeAngelo, chief creative officer at StrawberryFrog. “Every story told, from ordering Taylor Ham at a diner to sitting around Nonna’s table for the seven fishes, is a celebration of the traditions that make this state so uniquely vibrant. RWJBarnabas Health plays a central role in helping our communities live those long, connected, meaningful lives. This campaign celebrates that spirit with warmth, nostalgia and just the right amount of Jersey attitude.”

    In a joint statement The Hudson Dusters shared, “The holidays are the best time of the year in the tri-state. From the city decorated to a tee and everyone out in the streets bundled up to Jersey, where they decorate their homes and towns to the nines. The excitement is in the air at businesses, homes and diners. We loved creating an authentic spot for the folks of Jersey, some of the most prideful people in the country, who keep holiday tradition alive in a major way. We wanted the characters to be real. If you live in Jersey, you know them, they’re you, your neighbor, or at the diner down the block from you. We wanted it to be relatable and... Read More

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