Our objective was to highlight the innovation behind SharkNinja's family of fan products using Kris Jenner's established persona as an anchor. The idea was built around a simple wordplay: Kris Jenner “thanking her fans” but meaning literal SharkNinja fans, not her fandom.
Our goals were clear: cut through the noise with a highly shareable joke that feels native to social, spotlight SharkNinja’s products, and position the brand as culturally fluent by partnering with a talent who can turn a product demo into entertainment.
Early creative alignment was essential to navigating a compressed production timeline and multiple stakeholders involved. We locked the core comedic engine first (Kris “thanking her fans"), and then built every creative and production decision around protecting that reveal while still delivering clear product value.
We leaned into a tongue-in-cheek creative approach that reflected how fans (the literal kind) can be treated like celebrities in their own right but shot with the same “Kris-level” reverence as a glamorous gratitude speech.
Visually, we looked to classic mockumentary sitcoms for visual and editing inspiration: clean interview-style framing, purposeful cutaways, and an edit rhythm that lets sincerity carry the joke rather than overplaying it.
A key challenge was balancing misdirect with comprehension: if the fans appeared too prominently early on, the twist would land flat but if we held them back too long, viewers might feel lost. We solved this with subtle visual breadcrumbs and a carefully structured escalation. Kris’s gratitude grows grander as the fan “support” becomes more literal so the payoff feels earned.
To us, this campaign was a success because it delivered both cultural impact and measurable performance increase. For the @SharkHome Instagram account, it became the #2 Reel of 2025 (2.4M), outperforming video collaborations with @DudeWithASign, Tom Brady, and Kevin Hart.
Those results directly aligned with our objectives: create a talent-forward, platform-native comedy spot that could stop the scroll, spark conversation, and make SharkNinja’s fan products feel instantly memorabl. Audience response was overwhelmingly positive, with fans actively engaging in the comments to share their own fan-related puns and praise Kris Jenner’s sense of humor. Just as importantly, the performance validated our creative approach: by treating the product like the punchline and the hero, rather than a hard-sell, we generated entertainment-first viewing while still reinforcing clear product value.
