ACT LIKE YOU KNOW - GOGGIN’S GOGGLES

Go Daddy / Creative Meats / ProdCo

Credit: Production Designer for coded message

I was tasked with devising the coded message and authored the cryptography you see in picture. It actually has an eery rhyme embedded into the text, which, may appeal to the linguists out there.

Teaser ads only added to the mystery, offering glimpses into the marketing strategy behind the brand and its connection to GoDaddy Airo, the domain giant’s AI-powered business builder. Then came the full reveal: Act Like You Know, GoDaddy’s Super Bowl spot, which leaned into the actor’s ability to embody any role... even that of an entrepreneur.

With the campaign masterminded by GoDaddy’s in-house creative team and agency Quality Meats, and helmed by Ian Pons Jewell, the spot revels in Goggins’ signature charm.