When the first week of school began at the University of Wisconsin, Madison, 43,000 incoming students swarmed the campus. Mentos saw an opportunity to make an impact by recruiting incoming freshman Sam as a brand ambassador to hand out 43,000 bottles of Mentos Gum. The challenge was how to document more than 20 events in a 10 day span, upload all of them in real time and create a global social media phenomena. The strategy was that nothing will stop Sam from handing out all of the Mentos. Crosscut was tasked to share Sam’s adventure with the world. Mike headed up a team of 15 that wrote, produced, directed more than 20 videos in 10 days capturing this epic event. This was an opportunity to capture Sam’s wild adventure while creating shareable content. The campaign was a major success as Sam gave out all 43,000 bottles of Mentos Gum with the first video alone capturing 2 million views in a day.