Creative Direction

Motion / Video

Campaign

A self-initiated summer campaign built around one light idea: don’t let small things ruin a good day. I turned it into a playful spot in Copenhagen with Henry & Sally, and a soundtrack that says it all: “Don’t Worry, Be Hoppy.”

A self-initiated summer campaign built around one light idea: don’t let small things ruin a good day. I turned it into a playful spot in Copenhagen with Henry & Sally, and a soundtrack that says it all: “Don’t Worry, Be Hoppy.”

A self-initiated summer campaign built around one light idea: don’t let small things ruin a good day. I turned it into a playful spot in Copenhagen with Henry & Sally, and a soundtrack that says it all: “Don’t Worry, Be Hoppy.”

Aug 2025

DK

Don't worry be hoppy

View the full project on Behance

Mikkeller is a Copenhagen-based craft brewery founded in 2006, widely known for experimentation, collaborations, and a brand world that feels as playful as it is precise. Their visual identity is strongly linked to the colorful illustration universe by artist Keith Shore, including the two beloved characters Henry & Sally.
This project started in a very simple way: it was not commissioned. I went to Mikkeller because I genuinely wanted to make something with them. They welcomed me, listened to the idea, and stayed curious until the end—and that openness is a big part of why this piece exists.

Mikkeller is a Copenhagen-based craft brewery founded in 2006, widely known for experimentation, collaborations, and a brand world that feels as playful as it is precise. Their visual identity is strongly linked to the colorful illustration universe by artist Keith Shore, including the two beloved characters Henry & Sally.
This project started in a very simple way: it was not commissioned. I went to Mikkeller because I genuinely wanted to make something with them. They welcomed me, listened to the idea, and stayed curious until the end—and that openness is a big part of why this piece exists.

What it was

I wanted to create a spring–summer campaign that captures the “good side” of the season in Copenhagen—when the city looks warmer, the light feels softer, and everything suddenly becomes a little more breathable. The message was simple: don’t get stuck on the small things. Let the day stay light.

The concept

I built the campaign around a playful musical idea: a reinterpretation of the classic “Don’t Worry Be Happy,” turned into “Don’t Worry Be Hoppy.” It’s a small word twist, but it instantly connects mood and product—without feeling like a traditional ad.

Using Mikkeller’s mascots as the main cast

Mikkeller let me work with their mascot characters, Henry & Sally, which are central figures in the brand’s art universe. We took these huge costumes out into Copenhagen and treated the city like our set. The result is intentionally a bit surreal: two friendly mascots walking through real life, reminding everyone (including me) to relax.

How I produced it

I led the project from creative direction to execution:

  • concept and script direction

  • planning and on-location shooting around Copenhagen

  • edit, pacing, and overall feel (built for attention, not for “perfect advertising”)

  • coordination with the audio team (voice, music, mix)

A detail I kept on purpose: it was shot on iPhone, and I embraced a slightly “imperfect” texture (yes, including a dirty lens). It kept the spot human, warm, and a bit more real.

Collaboration

This project worked because it was shared. I coordinated with multiple contributors: performers inside the costumes, voice talents, and audio post-production. The best part is that it never felt heavy—it felt like a group of people building a fun idea with a clear direction.

This is the kind of project I love most: proactive, slightly crazy, but carefully directed. I’m proud not only of the final spot, but of the process—pitching the idea, earning trust, and turning a simple summer message into something genuinely playful. Mikkeller already has a strong world; my goal was to step into it respectfully, add a new story, and leave it smiling.

Creative direction: Eduardo Pellegrino
Voice (Sally): Sara
Voice (Henry): Nico
Audio mix: Stefano
Costume support: Rebecca
Cast: Giacomo (angry bike rider)
Traffic coordination: Samantha
Special thanks: Mikkeller team, and the Copenhagen sun

< GO BACK