Black Label Bacon has always been on the cutting edge. They were the ones to bring Canadian Bacon to America. The first (and only) bacon brand to engineer a bacon-fueled motorcycle. And the first to make a song entirely out of sizzling bacon sounds. We created the ‘We’re Always The New Black’ campaign born out of this innovating spirit.

(I started the design of this campaign way back in 2016 and it’s still alive and selling bacon today.)

Some people think there's nothing better than the sizzling sounds of bacon. So we made a song out of it. We partnered with music-comedy-mastermind Reggie Watts to create a song made out of and inspired by bacon.

To launch Black Label Bacon's e-commerce site, we created a VR experience that allowed you to buy bacon with your eyes. 'The Black Market' is the first-ever mobile virtual reality shopping experience.

The Google Cardboard Headset I designed even features a scratch & sniff bacon scent. The Black Market was the mobile site of the day on The FWA.