Skittles

Aug 2026

In a delightful subversion of traditional brand storytelling, Skittles leans into high-concept absurdity with its latest comedic campaign, Portrait. The film transforms the typically sterile environment of a luxury hall into a stage for playful tension, featuring an unexpected appearance by rock legend Steven Tyler. As Tyler navigates a space adorned with gold records and historic armor, he encounters a meticulous, large-scale mosaic portrait of himself constructed entirely from the brand's iconic colorful candies. This live-action technique creates a sharp visual contrast between the ornate, dimly lit setting and the vibrant, pop-art nature of the installation. The creative direction from TBWA\Chicago leans heavily into the awkward, comedic friction of the moment, capturing Tyler’s genuine, dramatic disdain for the uncanny confectionery likeness. By utilizing cinematic lighting that radiates a warm, soft glow, the piece feels less like a conventional food and beverage advertisement and more like a structured narrative sketch. The result is a sharp, self-aware piece of marketing within the CPG sector that prioritizes character-driven humor over traditional product shots, successfully positioning Skittles as a brand that is comfortable being the punchline. This project demonstrates how a bold creative vision can elevate simple snack-based content into a memorable, high-production experience that resonates with a broad, entertainment-focused audience.

Humorous, Cinematic

Live-action Technique

CPG / Packaged Food, Food & Beverage