Digital Spark brought Justine back for Packsize, the character from “Don’t Be a Wrongsizer,” now gone the other direction entirely: a full-blown superfan. “Fangirl” is a mockumentary tour of her bedroom, a shrine to the brand, built to keep the campaign’s voice going instead of letting it fade after one launch.
The brief
Packsize's "Don't Be a Wrongsizer" campaign had already done its job: a character audiences recognized and a comedic voice for the brand. For a second chapter, Packsize wanted to keep Justine going rather than let the campaign fade after one launch.
The approach
We built "Fangirl" as a mockumentary tour of Justine's bedroom, now a full shrine to Packsize: a framed photo outside company HQ, a wall of oddly-shaped items in perfectly sized custom boxes under a "Boxing Hall of Fame" sign, Packsize-branded swag, even a Zoom call where she gets caught with a machine blueprint she's not supposed to have. It's the same joke turned all the way up, not someone who's been convinced, someone who's obsessed.
The result
Packsize got a character-driven piece that kept the "Don't Be a Wrongsizer" voice alive well past its original launch, closing on Justine's own line: "The only thing Packsize can't make a box for is my enthusiasm."
Common questions
What is "Fangirl"?
A mockumentary spot Digital Spark created for Packsize, following Justine, the character from Packsize's "Don't Be a Wrongsizer" campaign, as she gives a tour of her bedroom, now a full shrine to the brand: memorabilia, branded swag, and a wall of oddly-shaped items in perfectly sized custom boxes.
How does this connect to "Don't Be a Wrongsizer"?
Same character, same brand, a second chapter. Justine started that campaign as a reformed wrongsizer; "Fangirl" picks her up on the other end of the joke, no longer just convinced, now completely obsessed.
What's the joke?
Contrast. The first campaign showed Justine learning her lesson about right-sized packaging. "Fangirl" shows what happens if you take that lesson way too far, right down to a Packsize necklace and a self-started fan club.
