D&AD Taps Union's Graham Turner and Danny Scharar for Salesforce x MrBeast 'Beast Launch'
“Beast Launch,” part of the Salesforce x MrBeast Present: The Million Dollar Puzzle” 8-week nationwide event - was honored with Wood Pencil for Creator Content / Best Use of Multi-platform at this year’s D&AD Awards. The campaign was also honored in the Digital Experiences and Influencer categories Digital Marketing / Use of Creators and Digital Marketing / User Participation.
“Beast Launch” was created for Salesforce x Slack by Salesforce’s in-house agency, directed by Caviar’s Jason Woliner, and edited by Graham Turner and Danny Scharar of Union. The video takes us behind the scenes of the campaign, which began with a tweet from Jimmy Donaldson (“MrBeast”), to which Marc Benioff, founder of Salesforce, replied, “Very seriously, Jimmy you should do our Salesforce Super Bowl commercial for 2026!”
Salesforce partnered with MrBeast to turn a 30-second Super Bowl spot into "The Million Dollar Puzzle," an 8-week nationwide event. Using Salesforce and Slack as the "Operating System," the team proved product value in real-time. The campaign evolved into a massive digital scavenger hunt: 276,000 players solved 100+ puzzles managed by a custom, AI-powered Slackbot. With 419M “making of” documentary views, 2.7M Slackbot messages, and 1 billion impressions, the campaign moved beyond TV to create a massive digital participatory case study.
CREDITS
Client: Salesforce x Slack
Spots Title(s): Beast Launch
Agency/Location: Salesforce
Creative Director: Jason Letkiewicz
Agency Producer: Vic Palumbo
Production Company: Caviar LA
Director: Jason WolinerEP(s): Michael Sagol
Producer: Tyler Ben-Amotz
Editorial Company:
Union Editorial LA
Editors: Graham Turner & Danny Scharar
Assistant Editors: Tyler Costill & Isaiah Fernandez
Editorial EP: Colette Huemer
Editorial Producer: Brian Mulvey
HOP: Lillian Ghodoushim
President/ Managing Partner: Michael Raimondi
Telecine Company: Roast N Post
Post/Effects Company: Pariah
VFX Artist(s): Russell Fell, Chris DeCristo EP(s): Michael Steinmann
Music Company: Music Orange
