Black Label Bacon has always been on the cutting edge. They were the ones to bring Canadian Bacon to America. The first (and only) bacon brand to engineer a bacon-fueled motorcycle. And the first to make a song entirely out of sizzling bacon sounds. We created the ‘We’re Always The New Black’ campaign born out of this innovating spirit.
I designed this campaign way back in 2016 and it’s still alive and selling bacon today.
Some people think there's nothing better than the sizzling sounds of bacon. So we made a song out of it. We partnered with music-comedy-mastermind Reggie Watts to create a song made out of and inspired by bacon.
To launch Black Label Bacon's e-commerce site, we created a VR experience that allowed you to buy bacon with your eyes. 'The Black Market' is the first-ever mobile virtual reality shopping experience.
I art directed the project, designed a custom Google Cardboard Headset featuring a scratch & sniff bacon scent, and wrote and directed a how-to hype video. The Black Market was the mobile site of the day on The FWA.
