In October 2024, Diablo IV fans could send flowers to someone they disliked. The arrangements were deliberately sinister: carnivorous blooms, charred stems, a vase borrowing its design from the game’s world. Delivery was free in New York and Los Angeles. Somewhere in Manhattan, a demon pulled a flower cart. An expansion called Vessel of Hatred had acquired a surprisingly domestic errand.
Mojo Supermarket, the creative agency behind the campaign, had found an activity that explained the product. You could describe the game’s malevolence. Or you could let someone dispatch a little of it to a frenemy.
- The business: brand strategy, advertising and social creative for companies and nonprofits.
- The habit: turn a message into an action people want to take.
- The lesson: an audience’s existing interests make a useful starting point.
A customer wanted its mojo back
Mo Said founded the agency in October 2018, after working at Droga5. Adidas was its first client. The name came from a client’s request to recover its mojo, Said told Working Not Working. It sounds like a joke until you consider what a marketing department actually buys: a chance to matter again.
Said’s account of leaving established agencies is less cheerful. He described making forgettable work and feeling that his background put a ceiling on his career. He had moved from Pakistan to the United States. Starting Mojo offered control over both the work and the workplace. Adidas approaching him helped make the financial leap less frightening.
His job also changed. Running an agency meant finance, legal questions and keeping people healthy and inspired. The creative work belonged to the team. That distinction matters in a business whose reputation can become inseparable from its founder.
“My project is the people here”MO SAID · WORKING NOT WORKING, 2021
Come for Doja. Stay for the code.
For Girls Who Code, the obstacle was getting young people interested in an activity they might never seek out. Mojo connected that unfamiliar behavior to an extremely familiar attraction: Doja Cat. In 2021, DojaCode turned the video for “Woman” into an interactive experience. Visitors used introductory code to change elements such as nail designs and the sky.
The order was the idea. Music supplied the invitation; a visible change on screen supplied the reward. A beginner could experience coding as a creative act before deciding whether coding was “for” them. Girls Who Code’s annual report describes an experience requiring no prior knowledge.
A playful experience. A very real production clock.
The production window was four weeks, according to a D&AD interview with Mojo’s then head of production, Tasha Cronin. Different partners had different priorities. Her advice was to understand what each wanted to protect, then negotiate the execution. The apparent ease of the finished experience depended on careful collaboration.
The fake company with a real point
That same year, Truth Initiative and Mojo launched Depression Stick, a fictitious vape brand. Its flavors included Citrus Sadness and Disappoint-mint. Hidden-camera films followed a supposed executive trying to recruit shops, influencers and agencies to sell a product openly associated with anxiety and depression. Their refusals became part of the campaign.
Research gave the joke its purpose. In an August 2021 Truth Initiative survey, 81% of young respondents who had used e-cigarettes said they had done so to lessen stress, anxiety or depression. The campaign challenged the idea of vaping as relief, directing attention to nicotine’s potential mental-health effects.
It also required months of preparation, a fake company and concealed cameras, Said told Muse by Clios. This was elaborate production with the appearance of an absurd encounter. In 2023, Truth Initiative and Mojo won the U.S. Grand Effie for the combined Depression Stick and Breath of Stress Air work.
A report you could wear
Pinterest presented a different problem. A forecast can contain useful information and still remain something people scroll past. For Pinterest Predicts 2025, Mojo collaborated with Pinterest’s creative team on Trend Drops: limited-edition products and experiences inspired by the predictions.
The report became something people could touch, wear or enter to win. Creators and brand partners helped translate the forecast into objects. The information acquired a social life beyond the document. The campaign received a 2025 Webby nomination for shopping or social commerce.
Different briefs. A concrete action in each.
The joke still needs a business
Mojo sells strategy and creative services through projects and ongoing agency relationships. Its clients span technology, fashion, gaming, vehicles and public-interest organizations. That puts it among independent creative agencies competing for brand budgets, with a portfolio that extends into digital experiences and physical activations.
The ongoing work became particularly visible in March 2026, when Burger King named Mojo its U.S. social agency of record. The remit covered strategy, creative, everyday content and community engagement. In June, former Droga5 executive Brad Filice joined as head of strategy after a nine-month search.
September brought Burger King’s Le Nugguette, a nugget-sized handbag offered for $3.99 with a sauce charm and a nugget redemption code. It also brought a Ruggable campaign directed by Lucrecia. The range is instructive: Mojo’s output includes both collectible jokes and more conventional brand films.
Give the audience a part
For marketers, the useful thing to copy is the sequence. Find an interest people already have. Connect the desired behavior to it. Make the next step obvious and rewarding. DojaCode’s lesson fits inside the entertainment; the flowers carry the game’s personality.
That approach needs operational support. Someone must build the interaction, fulfill the object or moderate the conversation. Limited physical drops reach limited numbers of people. Attention figures alone cannot establish incremental sales. A participation idea earns its place when the activity helps communicate something the brand actually needs people to understand.