The category is crowded with perfectly staged lifestyle visuals and heartfelt brand manifestos. We deliberately chose the opposite direction.

We went to Albania, found a shepherd and his goats living right by the sea, and made them the stars of the campaign. No script, no set design, no styling. Just a real shepherd – who spoke only Albanian – his goats wearing GOT BAG bags, and a camera. His wife showed up at some point. We kept filming.

The result was a mockumentary that felt completely unlike anything else in the category: unpolished, absurd, and genuinely funny. Which was exactly the point.