Maverick Studios gets Saucy with Jimmy Fallon
When Jimmy Fallon used Buffalo Wild Wings’ sauce names to describe a record-breaking heatwave during a segment on The Tonight Show, we saw an opportunity to be a part of the cultural moment—and seized it. Maverick Studios designed custom sauce labels as a playful nod to the bit and sent them as a gift to Fallon and his team.
The challenge? Create four custom labels—Intense, Extreme, Severe, and Fierce—on a tight timeline. The Maverick team dove in, taking the idea from mild to wild in just four days. The bottles were delivered right on time, ensuring the conversation stayed fresh and fiery.
“It wasn’t just about a heatwave; it was about being part of the cultural conversation,” said Jason Russell, Production Artist at Maverick Studios. “We knew we had to strike while the wings and the weather were hot, and the result was one of the most fun projects we’ve ever worked on.”
Beyond being a creative endeavor, this project became Maverick Studio’s way of tipping their hat to The Tonight Show writers for shining an unprompted mention of Buffalo Wild Wings. This project highlights a growing shift in the creative industry: brands no longer wait for campaigns to unfold—they jump onto cultural moments as they happen. By embracing this approach, Maverick Studios demonstrated their ability to not just follow trends, but to set them. Moments like these allow our brands to build stronger, more authentic bonds with fans—even during an intense summer heatwave!