Fior di Maso

Fior di Maso challenged us to create an absurdly hilarious campaign that positioned their cheese as the only real choice. The added complexity: the humor needed to translate across an international audience.

We explored universally readable comedy—physical humor, visual surprise, and exaggerated authority, drawing inspiration from iconic food commercials known for bold absurdity. From there, we developed a simple setup: a shopper hesitating in front of an overwhelming wall of cheese.

The hesitation is interrupted by an unexpected authority figure: a cow dressed as an Italian royal guard. With perfect comedic timing, the cow slaps the cheese from the shopper’s hand and declares, “Only Fior di Maso. Some choices shouldn’t be choices.”

The project relied heavily on precise storyboarding, character design, and sound. Every beat was carefully timed, with voiceover, music, and sound effects playing a critical role in delivering the humor. The final film leans fully into absurdity, using simplicity and surprise to create a memorable brand moment.