Scheme Engine has announced the launch of a new commercial campaign for SkinnyPop and 360i, directed by Kimberly Stuckwisch. The campaign marks the first commercial project for Kimberly, newly signed to Scheme Engine and first aired on Dick Clark’s New Year’s Rockin’ Eve, the most-watched New Year’s Eve celebration nationwide.

The 60-second K-Pop inspired spot, 'Whole Bag Kinda Night', pays tribute to our golden era of stay at home snacking created by the pandemic showcasing SkinnyPop as one of hottest snacks on the market. A declaration of excess, the campaign features four diverse women proclaiming their “Whole Bag Kinda Night,” devouring entire bags of popcorn and feeling GREAT about it.

Choreography, over-the-top style, comical lyrics and big personalities drive popcorn spectacles to hilarious effect.

Says Devon Hong, 360i executive creative director: “I feel so fortunate to have the pleasure of working with Kim on SkinnyPop. She is a rare talent: someone with a crystal clear vision but also generous in her collaboration. Her impeccable taste in fashion and humor transformed the project into something unique and truly joyful. But what impressed me most was the WAY she worked. Her energy on set was infectious and it was clear that everyone on her team loved working with her. She’s pure magic.”