Squad up: Not ones to rest on their olfactory glands, Jelby closed 2025 with Battlefield 6’s live action trailer, a star-studded affair that twists and pivots to put the players at the forefront. It garnered millions of organic views and showcased Jelby’s ability to identify what matters to an audience.
New business: Since joining in 2022, they have contributed to significant new business growth, adding clients including Peloton, Orangetheory, Bungie, EA, and Quip.
Keegan Sanford & Tan Erginay
Creative Directors, Fig
Eating it, too: With a cake, Fig creative directors Sanford and Erginay raised the bar for Publix’s storytelling ambitions. The duo’s “Merry Birthday” campaign used a birthday cake at Christmas to show how a small act can make someone feel loved, and was a seasonal favorite with over 3.6 billion earned media impressions in four weeks. Not bad for Fig’s first major work for the Southern supermarket chain.
Only what you love: For interior design retailer Homesense, they built a long-term brand platform, “Home of No Compromise,” cutting through a crowded category by featuring women who reject “good enough” decor for items they truly love.
Push it: Their category-disrupting campaign for Naked Smoothies, “When Thungry, Get Naked,” about “two-feeling” moments was an awards darling—and instrumental in Fig landing creative AOR duties for TBG’s entire portfolio.
Kevin David & Levis Novaes
Creative Directors, LePub São Paulo
Commerce x culture: The Brazilian creative partners known as KeLe have spent more than a decade crafting ideas that transcend traditional advertising. They’ve led standout work for Santander Brazil such as “Minhas Reservas,” which conveyed financial literacy through experiential activations, and “Vá Direto aos Pontos,” a campaign that distributed 10 million rewards points to demonstrate the value of credit card rewards.
Fashion bona fides: From collaborations with Virgil Abloh to founding the Black multidisciplinary collective MOOC, their work continues to keep brands moving at the speed of culture. Off the clock, KeLe also contribute to Jantar Black, a platform for Brazil’s Black creative community.
