Update Milk

2023 series of 10 videos aimed at ‘updating’ milk - visually, audibly, figuratively and literally.

The Idea: Have you ever been on the Internet and thought “whoa, cow milk is literally everywhere, permeating every corner of culture, including the decades worth of movies and TV shows and cooking videos and ads and cartoons floating around cyberspace”? No? Then the dairy industry has done a really fantastic job. Through decades and decades of cameo appearances and product placements, cow milk has become the default milk–in old and new media. So in the name of making the Internet a more modern, forward-thinking place, Oatly has decided to update it.

The work ran in cinema during Barbie (2023) theatrical release, as well as on streaming platforms and social.

Role: Art & Design Director, creative partner to Creative Director Eric Routenberg