The Objective

Using Humor to Connect Consumers with a Timeless Mascot

For this campaign, Sullivan Memphis knew exactly where to turn—ready to have some fun and shake a tail feather. Using humor as the driving force, we helped produce a concept where the brand’s longtime mascot, Nico the rooster, takes center stage—clucking his way through the company’s history with playful subtitles. Shot at Bad Dog Pictures and edited in-house, this project was a true collaboration designed to make Old Dominick stand out through personality and charm.

The Creative Approach

The creative approach centered on humor and personality to make a lasting impression. Rather than a traditional brand story, we let Old Dominick’s longtime mascot, Nico the rooster, do the talking—literally. Playful subtitles translating witty, self-assured clucks tied the brand’s past to present in an unexpected way. The bold, minimal set design kept the focus on Nico.

Brand Mascot

The Timeline

This project came together on a fast-paced timeline, ensuring a seamless production from shoot to final delivery. Filming took place on August 6 at Bad Dog Pictures in St. Louis, MO. The following day, August 7, we began media ingest and organization to prep for post-production. Editing kicked off on August 8. Senior Editor, Michael Colasardo, handled color grading in-house, which streamlined the process and saved valuable time. By August 28, a final version was delivered, wrapping up a smooth and efficient timeline.

"Congrats to our gutsy clients at Old Dominick, our director Brian Cummings, and the team at 90 Degrees West on winning the only gold statue awarded in the National Consumer Campaign category at the 2025 Memphis Addys. One. Great. Team."

— Keith Goldberg, Partner, Executive Creative Director at Sullivan Memphis

Award Winning Consumer Campaign

The Talent

Marketing & Advertising Agency

Sullivan Memphis

Partner, ECD: Keith Goldberg
VP, Head of Account Service: Matt Washburn
AC: Nate Hinners

Production Management

Director: Brian Cummings

Executive Producer: Pete Halliday

Line Producer: Derek Phillips

Producer: Dustin Henderson

Filming Set: Bad Dog Pictures

Camera Department

DP: Adrian Petrosian

AC: Henry Abler

Editorial

Editor: Michal Colasardo

Audio Production

Mixing: Justin Tapp

Art Department

Blue Coyote Design Studio

Animal Trainers

Trainers: Tails On Set