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Special Project

Special Project
From the 11th Annual Shorty Awards

Mini-Mock: Gummy Animal Breeder

Winner in Instagram Video


Our goal with Mini-Mocks was to create an original, scripted, social-first series that would thrive in the crowded landscape of platforms like Instagram. We aimed to bring in maximum views and engagement for Comedy Central social by creating a series that is attention-grabbing and shareable, in addition to being super funny, relatable, relevant, and provocative.

Strategy and Execution

"Short documentaries for short attention spans." Mini-Mocks takes an intimate look at the world's most eccentric humans. From gummy bear breeders to a divorce photographer, the Mini-Mocks series consistently gains millions of views per episode, and is often heavily shared. Each episode features click-worthy titles that are as accessibly funny as the content themselves. Each character study is outlandish enough to warrant full-on belly laughs, but somehow remains relatable enough to be shared among friends. The Gummy Animal Breeder episode in particular takes you on an absurd and fascinating journey that answers the question, "where do gummy animals come from?" The character and story are just crazy enough to maybe be real, as many viewers noted in the comments. We also thought this episode would perform particularly well on a hyper-visual platform like Instagram given the bright colors and eye-catching gummy candies.


Mini-Mocks is by far our most successful original social series. Collectively, the episodes have earned 163M views and 3.2M engagements across social platforms. Gummy Animal Breeder is our most-viewed episode of all time, with 2.7M and 220k engagements on Instagram, and a total of over 29M views across all social platforms.


Video for Mini-Mock: Gummy Animal Breeder

Entrant Company / Organization Name

Comedy Central - Viacom

Entry Credits