Creating new characters to empower doing Italian food your way.

The idea. Brits make Italian food their own, with everything from milk to chilli sauce to peanut butter. So we relaunched Britain’s favourite tomato sauce to celebrate doing it your way.

How it worked. Meet YEAH and NAHH, your kitchen confidence and negativity, brought to life by BlinkInk and voiced by Kiell Smith-Bynoe and John Kearns.

My role. Creative director. Remember, if you want to put paprika in your spag bol, Dolmio-Yeah you should.