Fig used its AI-driven tool called Story Data to scan the competitive landscape and identify white space in messaging. That helped inform the creative choices, Armour said, and led to positioning Naked more broadly as a healthy snack and potentially differentiating it from other wellness beverages.

The agency had an assist from production companies MJZ and ManvsMachine; the latter handled 6-second animations. “When Thungry” spots are running on social and digital channels, including Meta, YouTube, TikTok and streaming platforms such as Disney+, Roku, BET+ and Peacock.