What’s the big idea?
Thrillist partnered with GE to conceive the world's hottest hot sauce. Why? Well stay with me here: GE employs astro physicists to build rocket boosters and Thrillist employs lunatics willing to eat food so spicy they can't taste anymore. Natural fit. We produced the bottle from concept to production alongside GE, and pictured below you'll find the full creative identity from announcement and full-on to ecommerce web experience to the bottle itself.

Okay, but did it work?
Well, just look at that bottle! Also this thing also won an award. Also also, it was a real challenge to tread a line between the usual hot sauce "inferno" language and GE's (sometimes insanely complicated) science talk. And I had to somehow build that all into a functioning website and ad campaigns.