Tony’s Chocolonely
Unwrap The Goods Campaign
CONCEPT • ART DIRECTION • CAMPAIGN DESIGN
Tony’s Chocolonely isn’t your average chocolate brand. They make big, chunky, ridiculously delicious bars—but they also exist to end exploitation in the cocoa industry. With that mission at the core, I helped to create Unwrap the Goods—a U.S. campaign that showed chocolate lovers they don’t have to choose between indulgence and impact. Every bar unwraps more than flavor—it unwraps fairness, transparency, and a movement for change.
From crave-worthy films and scroll-stopping photography to a larger-than-life stunt in the middle of NYC, Unwrap the Goods brought Tony’s story to life in a way people couldn’t ignore..
Films
Photography
Stunt
We went big. Like, really big. To bring the “Unwrap The Goods” moment to life IRL, we dropped a massive Tony’s chocolate bar right in the middle of Astor Place in New York City. It was bold. It was beautiful. It was impossible to miss. Commuters stopped. Socials buzzed. And New Yorkers took notice. It didn’t just command attention—it earned it, turning a street stunt into a share-worthy, snack-craving spectacle.
Digital
Results
Motive Team: Francisco Puppio, VP GCD | Gabo Curielcha, VP GCD | Hector Jamesson, Senior Copywriter | Kelsey Ruggaard, Designer | Nolan Addison, Production Designer | Deirdre Lafferty • Vernon Walker • Connor Kreidle • Derrick Gomez • Andrew Rockman •Abby Wietro • Grace Sullivan, Brand Experience