Sweet-Toothed and Star-Struck: Maverick Turns a Celebrity Collab into a Cultural Crave
When Sydney Sweeney partnered up with Baskin-Robbins to launch a new summer-coded menu, the ask was to turn that moment of national buzz into a bigger move—something that could live and perform across every digital touchpoint—elevating brand perception. Maverick Studios stepped in to build a social campaign that showed up (more like took over!) in feeds, maximizing on visibility and engagement.
To bring the “Sweet on Sydney” menu to life, Maverick took a social-first, system-driven approach, creating a modular design language that could flex across formats without losing its spark. From social posts to out-of-home banners to landing page displays, every asset was designed to feel connected and complementary. Bright. Playful. And fully Baskin-Robbins.
Bold gradients, product-forward compositions, and expressive type did the heavy lifting— balancing crave-ability with clarity at every scroll. Movement and layout choices weren’t just aesthetic; they were intentionally built to stop thumbs and drive action. And while every piece laddered up to the broader brand strategy and creative toolkit, the work still carried Maverick’s signature edge: sharp, considered, and unmistakably digital-native.
And of course, a campaign this visible came with its challenges. Fast timelines. Multiple formats. High expectations across teams and stakeholders. Every asset had to be optimized for its placement while still feeling like part of a cohesive whole. Add in rapid iteration cycles to ensure authenticity—to Sydney, to Baskin, and to platform behavior— and the margin for error was slim. But that’s where Maverick thrives. Through tight collaboration and a shared creative standard, the team delivered work as premium as Baskin-Robbins new menu.
“‘Sweet on Sydney’ is Maverick at its best: bold in concept, precise in execution, and built for the platforms people live on. It’s what happens when a brand moment becomes a cultural one that people don’t just come across, but truly want to be a part of.”
The result was a visual world that made the collab instantly recognizable. And the social campaign placed Baskin-Robbins squarely in the cultural conversation—modern, youthful, and fluent in how people actually engage with brands today.