DoorDash DashPass Super Bowl
A Nate Bargatze Super Bowl campaign needed motion that could support a punchline without competing with it. At the same time, DashPass had to feel like a genuinely premium product. My job was to help create a system where deadpan comedy and polished brand craft could comfortably occupy the same frame.
Brief
The campaign introduced Nate as DoorDash’s Super Bowl spokesperson while positioning DashPass as an elevated membership offering.
Those tones could easily pull against each other. Too much luxury and the comedy would feel forced. Too much internet humor and the product would lose its value. The system also needed to work across the main 60-second film and its teaser campaign.
Approach
We developed a visual language around a deliberately excessive math-meme conceit. Animated equations, annotations, and internet-native typography made the DashPass value proposition feel like part of the joke rather than a sales message pasted over it.
To balance that looseness, the team created a custom 3D gold treatment for the DashPass identity and supers for the end card. Subtle imperfections in the geometry kept it from feeling sterile, while the form, highlights, and beveled lip gave it the weight of a premium object. The comedy could stay loose and fast, while the brand moments remained polished, confident, and unmistakably DashPass.
Role
I led the motion direction and production, working closely with the creative team, producers, artists, and client partners to develop a visual system that could carry both sides of the campaign. My role included shaping the motion approach, directing the team across the animated sequences, working hands on and overseeing the schedules, resources, and coordination needed to carry the work from early development through final delivery.
A big part of my role was making sure those two treatments felt intentionally connected, even though they came from very different visual worlds.
Comedy and craft, pulled off together on the biggest stage in advertising.
The contrasting treatments gave Nate room to be funny while allowing DashPass to remain confident, recognizable, and polished across the campaign. The kind of work that reminds you why people stick around for the commercials, then talk about them around the water cooler the next day.
DoorDash | DashPass Math - SuperBowl 30sec Spot
DoorDash DashPass Math | Super Bowl Teaser
