We introduced a Korean pasta brand making its U.S. debut, and showed people not only how to cook it, but how to live the best of both worlds: indulgence and wellness.

Coming to America with zero digital footprint, Tangle entrusted our team to build its social presence from the ground up. We crafted and shaped an overarching narrative designed to resonate with health-minded food lovers across the U.S.

Since Tangle sits at the intersection of “treat yourself” and “take care of yourself,” we wrapped our story in a playful metaphor about life’s universal tug-of-war: craving flavour without the guilt.

Each vignette of narration dramatises that delicious tension—no shame in lusting after carbs, but with a secret weapon under the lid: clean, nutrient-rich ingredients that keep you energised and satisfied.

We hope this campaign inspires people to embrace the beautiful mess of Tangle: to dig in without a doubt, and discover how a plant-based protein pasta can become your new favourite American ritual.

Role Creative Input, Writing & Editing

Agency: BorderX