The Addys, the American Advertising Federation’s award show, are judged purely on merit, no big budgets, no big brands, just the work. I wanted a stunt that proved the point: two people in hazmat suits, carrying an enormous, completely invisible sheet of glass through the streets of D.C.
The Experiment:
I came up with the idea, a grown-up version of a prank I ran as a kid in Spain, stopping traffic by pretending to search for a lost contact lens on the pavement. Turns out “pretend something invisible is there” still works on adults in D.C. I talked Tony Kosack, then principal at Ko-op Media, a small local production company, into shooting it with me.
The Reactions:
One shoot day, real strangers, no script. I oversaw the edit with the Salta team, cutting the footage into 15 short videos built for YouTube Shorts and Reels.
The idea held up: one shoot day produced 16 native videos, then we turned the two best-performing hooks into a lead-gen engine, eight A/B-tested ad variations feeding straight into a TikTok-native application form.
Results
500,000
Organic Views
0
Spent