PSYOP pick the best of the bunch

In 2000, five creatives working at the then culture-defining MTV decided to go it alone, opening their company in a bar, with a Flame suite situated in the bathroom.

Marco Spier, Todd Mueller, Marie Hyon, Kylie Matulick and Eben Mears together created the design, animation and VFX house PSYOP.

Twenty-five years later, PSYOP is a by-word for design daring and animation excellence, and over that period the company has created countless commercials which have scooped up awards and industry-wide praise in equal measure. 

The company now has studios across the globe, including but not limited to New York, Los Angeles, London, Berlin, Buenos Aires, and Tokyo, with a back catalogue of work that takes in clients such as Coca-Cola, Honda, McDonald's, Nike, Google, Macy's, DoorDash and so many more.

With such an array of work, how could you choose a favourite. Well, that's what we're here to find out, as a selection of PSYOP staff relay the campaigns they hold closest to their hearts.

Above [clockwise from top left]: Todd Mueller, Kylie Matulick, Matt Hunnicutt, Sandra Nam, Matthias Bauerle, Fred Ross, and the whole PSYOP team.

Coca-Cola Happiness Factory

"Happiness Factory will always hold a special place for us because it was the moment we truly stepped into what PSYOP could be. The agency had been trying to make this script work as live-action for over a year, and by the time it came to us (on a Thursday, with a Monday deadline ) it felt like a last shot. We worked three days straight, no sleep, chasing the feeling that the only way this story could live was if we abandoned reality entirely and went all-in on joy. We asked ourselves; 'what’s the most ridiculously happy world imaginable?', and followed that instinct into this sugar-explosion of hyper-fantastical imagery.

It was meaningful, emotional absurdity that gave the piece its resonance.

And I’ll never forget Dan Wieden later telling me, “You ruined it for us. We’ve always told clients you can’t show the product the entire time and still make a great commercial.” That still makes me smile."

Todd Mueller, Founder/director

"It wasn’t weirdness for weirdness’ sake. It was meaningful, emotional absurdity that gave the piece its resonance. It was also an early proving ground for PSYOP. We pitched something we’d never attempted, then immediately had to figure out how to actually make it. It was terrifying and exhilarating, a true drag race where everyone threw their whole heart into it."

Kylie Matulick, Founder/director

Travel Oregon Only Slightly Exaggerated

"During my time at Wieden+Kennedy Portland, I was fortunate to experience the magic of the Only Slightly Exaggerated project our W+K team crafted with PSYOP. The film is this gorgeous, Miyazaki-inspired love letter to Oregon, full of whimsical, emotional imagination. Every frame felt handcrafted, thoughtful, and deeply considered. 

The film is this gorgeous, Miyazaki-inspired love letter to Oregon.

It sparked not only a very successful campaign, but furthered a deep, long-standing creative partnership with W+K that was forged while making work for Nike, KFC and Coca-Cola’s Emmy-winning Heist in 2008. That relationship and trust in craft has really shaped my own path and appreciation for the level of heart, artistry and obsessive care that defines PSYOP. To this day, I have prints from the final film framed in my children’s bedrooms."

Matt Hunnicutt, Chief Executive Officer 

Microsoft Copilot Mico AI character development

"The Mico project with the Microsoft Copilot team was a testament to PSYOP's capabilities extending beyond traditional 30- or 60-second spots (though we did produce one for them!). This initiative was centred on creative product development, which made PSYOP rethink their workflow in terms of character and world building. 

Being part of Mico's creation felt like witnessing the possibilities for PSYOP's next 25 years unfold in real-time.

We designed a character destined to become an AI companion for millions. What made this project so special was its blend of art and AI technology, all while retaining a sense of humanity and playfulness - a combination of incredible craft and heart that is uniquely PSYOP. Being part of Mico's creation felt like witnessing the possibilities for PSYOP's next 25 years unfold in real-time."

Sandra Nam, Chief Strategy Officer

Ubisoft Anno 117 Pax Romana Singing Statues

"Singing Statues is one of my favourite projects because it reimagined what a game trailer could even be. We approached it from a completely new angle and worked hand-in-hand with the Ubisoft Mainz team, diving directly into their proprietary game engine and capturing in-game footage as our creative raw material to expand upon. 

It felt less like a client relationship and more like a true creative partnership.

The collaboration was unbelievably energising; it felt less like a client relationship and more like a true creative partnership. That openness allowed us to experiment, push boundaries and craft something that felt fresh for the vast Anno universe. For me, it represents what I love most about animation at PSYOP; curiosity, trust and the joy of building something side-by-side with brilliant partners."

Matthias Bauerle, Creative Director & VFX Supervisor

Converse SHAI 001

"The series of films we created for the SHAI 001 campaign with Converse is a standout for me because it was pure creative problem solving in motion. We had to be resourceful, and that constraint pushed us to explore and test ideas in new ways, especially set design and overall art direction before ever stepping onto a physical stage. 

It reflects both the hustle and the heart of our team.

It became this fascinating sandbox where we could stress test concepts, see what would hold up, and refine the world we were building around this incredible athlete and the launch of streetwear culture’s new obsession. Working alongside Terry Hall made it even better; he’s an incredibly inspiring director, and collaborating with him elevated the whole experience. The final piece is one I’m really proud of because it reflects both the hustle and the heart of our team."

Fred Ross, Creative Director & VFX Supervisor