Hijinks

Driven by cultural relevancy, here are some examples of projects we’ve pulled off.

HIKEA

A web series filming people high on drugs while attempting to build their affordably priced furniture.

These ridiculous videos took off instantly, jumping to over 1 million views on YouTube within 4 days, 2 million in the first week, and shared all around the world. A Webby Nominee, was on Amazon Video, made fun of by Bill Maher on HBO, & showcased at NYC Design Week.

H IKEA logo on a blue background. 
Created by Hunter Fine, Alex Taylor
YouTube analytics dashboard showing the video titled 'HIKEA EPISODE 1: GIANCARLO & NICOLE + LSD' with over 5.7 million watch minutes and over 2.3 million views, including a line graph of views over time from August 8, 2016, to August 20, 2016.
A detailed infographic about New York, featuring various news headlines, personalities, and cultural references, arranged in a grid layout with text, images, and icons.

Space Jam 2

We bought SpaceJam2.com before the movie's release, started a real jam company to legitimize ourselves, and tried to extort the URL back to Warner Brothers for charity.

We created a comical video selling the jam and the website, used targeted SEO to reach Warner Bros, and eventually they responded by trolling us back.

During the process, we also became a legitimate Jam company selling 500+ jars of limited edition Space Jam.

The news of the project got written up in Industry and Media publications. 

Created by Hunter Fine, Pete Marquis
Boxes of small jars labeled 'Space Jam' with purple and white checkered cloth covers and bubble wrap inside, arranged in a cardboard box for sale or shipping.
A jar of space jam flavored jam with a purple checkered cloth cover and a label that says 'Space Jam Recipe No. 2'.

A satirical board game about getting to Manhattan from Williamsburg during the horrific L Train “partial” shutdown in 2019 that affected over 225,000 commuters daily. 

Supported by a Sold-Out Kickstarter, available at book and game stores throughout NYC, press made New York 1, The New York Times, The New Yorker, Fox5 and more.

Escape From Hel(L)

Created by Hunter Fine, Gil Arevalo

To promote the Kickstarter, we spent $100 on Fiver to create tons of video content.

A screenshot of an article from The New Yorker titled "Andrew Cuomo and the Unwinnable L-Train Game" by Zach Helfand. The article features a cartoon illustration of Hunter Fine and Gil Arevalo playing a board game. Hunter is wearing a black shirt and Gil is wearing a green hoodie, both engaged in the game on a table.
Photograph of a board game called 'Escape from Hell' on a white background, with colorful game pieces representing characters, a game board with a winding path, and some cards.

Squeakeasies

As a response to rats taking over NYC without much done about it, Squeakeasies, secret bars for rats, were put around NYC in the neighborhoods with the highest rat populations.

During the project’s run, each bar was rated and reviewed at Zagrat.com (which parodied Zagat ratings). The project made the news cycle bringing to light NYC’s rat problem and it appears in the NYMag Approval Matrix.

A collage of various magazine snippets including images and text about different topics such as a red double-decker bus, a mascot character, a group of young people, and other miscellaneous subjects.

To protect neighborhoods from infestations of subcultures, we laid out “Hipster Traps” in gentrified areas of Brooklyn. Each one contained trending items for the time period for Hipsters.

The first day it launched, we had over a million views on reddit. Images of the stunts went viral, made the cover of a New York city newspaper, and eventually led us to a lawsuit with Hot Topic that ripped us off.

Hipster
Traps

Created by Hunter Fine & Jeff Greenspan
Two people wearing hoodies, one green and one gray, kneeling on the sidewalk, working together on a bicycle with a small black container and a blue bag nearby.
Outdoor scene with a black fire pit table on a pavement, holding items including green sunglasses, a yellow bike chain, a can of Pabst Blue Ribbon beer, a yellow pack of American Spirit cigarettes, a black camera, and a small yellow object. A rusty chain and padlock are attached to a metal gate in the background.
Underground subway entrance at Bedford Avenue station with warning devices in the foreground, including a saw, chains, and a can of Pabst Blue Ribbon beer on paved ground, and a person descending the stairs in the background.
Front page of a Metro newspaper with headline 'TO CATCH A HIPSTER...' featuring an image of a red pair of sunglasses and a can of Pabst Blue Ribbon beer. Additional headlines include 'Nuke crisis looms for Japanese,' 'Mugging turns to murder,' and an advertisement for winning free tickets.
White t-shirt with a cartoon graphic of a trap with the words "HIPSTER TRAP" underneath.