Hershey's

Sep 2026

Hershey’s latest collaboration, Pinky Up, serves as a masterclass in modernizing CPG brand storytelling by blending high-energy pop culture with everyday consumer experiences. Featuring members of the global breakout group KATSEYE, this commercial project leans into a vibrant, urban aesthetic that feels both accessible and aspirational. The creative execution, managed by MiltonOne, transforms a mundane subway commute into a rhythmic, cinematic spectacle where the product sits at the very heart of the motion. By utilizing a live-action technique interspersed with artful slow motion, the film captures a sense of spontaneous joy that resonates with a younger, rhythm-focused audience. The cinematography prioritizes a crisp, polished look that elevates the fashion-forward styling of the talent, ensuring the vibrant yellow and deep brown color palette pops against the industrial backdrop of the train car. Rather than relying on static product shots, the campaign uses fluid, fast-paced choreography to embed the chocolate bar into the lifestyle of the protagonist, creating a seamless connection between indulgence and movement. It is a sharp, confident departure from traditional food and beverage advertising that succeeds by focusing on personality-driven engagement and sleek, contemporary visual polish, proving that even iconic packaged food brands can find a fresh, rhythmic pulse in the bustling landscape of modern city life.

Lifestyle, Commercial, Cinematic, Polished

Live-action Technique, Slow motion

CPG / Packaged Food, Food & Beverage