Tony’s Chocolonely
Unwrap The Goods Campaign
ART DIRECTION • DESIGN
Tony’s Chocolonely isn’t your average chocolate brand. They make bold, chunky, ridiculously good bars—while working to end exploitation in the cocoa industry. With that mission at the center, I helped bring Unwrap the Goods to life, a U.S. campaign that proved chocolate lovers don’t have to choose between indulgence and impact. Every bar delivered more than flavor—it stood for fairness, transparency, and real change.
From crave-worthy films and scroll-stopping photography to a larger-than-life stunt in the heart of NYC, Unwrap the Goods brought Tony’s mission to the forefront in a way people couldn’t ignore.
Films
I helped bring the campaign to life through five film assets launching Unwrap the Goods across social and CTV. Each piece focused on the unmistakable textures and bold, chunky forms of Tony’s chocolate—turning simple unwrapping moments into visually rich, crave-driving storytelling.
Photography
We didn’t just unwrap the goods—we made them look so good you could practically taste them. I art directed the photoshoot with a focus on Tony’s signature texture, chunkiness, and indulgence. The resulting imagery fueled the campaign across CTV and social—designed to stop the scroll and spark immediate cravings.
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.
The Results
Motive Team: Francisco Puppio, VP GCD | Gabo Curielcha, VP GCD | Andrew Lynch, Strategy | Aragorn Fenton • Katie Clark • Josh Wright, MMS | Hector Jamesson, Senior Copywriter | Hillary Miller • Annabelle Reynolds • Andres Prada, Account | Kelsey Ruggaard • Merrick Farris, Designer | Nolan Addison • Duane Cardinez, Production Design | Andrew Rockman, Brand Experience