A unique challenge was posed when Aryzta, a global baked goods company, approached us to develop a brand and social media launch for their Big Texas Cinnamon Rolls bakery line. The project scope involved targeting the high-octane appetites of young adult gamers. Except for packaging, the product possessed no brand assets and they needed the launch to coincide with a video game conference scheduled within weeks. Granting us full creative license, we ran with it, forging a final brand concept centered on an imaginary video game with whimsical graphics and fantastical animated characters. Finally, we tied off the project by launching a social media campaign that incorporated off-beat humor and internet meme-style ads.