Organic Valley wanted to show that their products give bakers the winning edge for all things holiday baking, so to show that the brand really understands baking culture, Big Spaceship created five "Bake Like No One's Watching" videos that shy away from glossy food porn shots, and exaggerate the real moments that happen when baking during the holidays. The videos were published across all Organic Valley's social channels - Facebook, Twitter, Instagram, Pinterest and YouTube - and live on a landing page for Butter Season on Organic Valley's website. To extend campaign messaging the videos were also cut into snackable pieces of content through cinemagraphs and GIF's, and complemented with punworthy baking vernacular.