For about a year I’ve been working with the team at Bonfire Labs to help the outstanding folks at Toast Inc. on a variety of projects.

The brief for this Toast IQ product launch film was a treat.

Under the creative leadership of Chris Weldon, we explored a range of platform ideas for the integrated product launch campaign.

Toast IQ, Toast’s new AI tool for restaurant and retail proprietors, needed to bring business data to life in a way that felt both smart and human. Toast IQ is truly a gamechanger…giving restaurateurs the power to see patterns, solve problems, and make smarter decisions in the moment.

The campaign line “Your business can talk. Understand it with Toast IQ.” emerged organically as we refined a script built around a talking lobster and other unexpected objects. Each “character” functioned as a witty, approachable proxy for the product’s features, dishing out equal parts insight and charm.

Really happy with how this one came together.
Directed by the great Bryan Rawles. Edited by Grant Mentzel.

:60 and :30 below. Plus a vertical cutdown ad if you keep scrolling. Full court press organic activation and media buy across all the platforms including: Meta, Reddit, LinkedIn and YouTube and Programmatic TV