Dunkin’ Super Bowl 2025: DunKings 2

Dunkin’ returned to the Super Bowl with DunKings: Java Jam—a cinematic sequel directed by Ben Affleck and produced by Artists Equity. Set at a fictional battle-of-the-bands for coffee brands, the spot reunited Casey Affleck, Jeremy Strong, and Bill Belichick in a smart, self-aware evolution of the original DunKings concept.

Role

Led the social architecture of the campaign, designing a comms system that treated the Super Bowl not as a moment—but as a launchpad. From campaign architecture to execution,  led the rollout across channels, ensuring every asset extended the world of DunKings: leaks, teasers, creator collabs, Giphy sticker packs, Juicy Couture Merch drops, behind-the-scenes and fan-first content—all designed to turn a :60 spot into a brand universe.

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Directed By

Ben Affleck
Brandon Pierce a.k.a. Beedy

Produced By

Artists Equity
VP Executive Creative Director: Brandon Pierce
Creative Director: Rebecca Rumble
Creative Director: Mikio Bradley
Executive Producer: Emma Ogiens
Senior Producer: Dan Arnone
Director of Brand Strategy: Maddie Schafer
Group Brand Director: Molly Mejia
Brand Director: Jake Wilmink
Line Producer: Sean Patrick Kelly
Senior Project Manager: Jazmine Bailey
Head of Social Creative: Rebecca Rumble