Xtremes Challenge
Blue Diamond tapped into spice culture by launching the #28XTREMES Challenge, daring heat-seekers to eat 28 of their new XTREMES™ almonds in a row and post it on TikTok. The campaign drove social engagement through influencer partnerships and a shareable hashtag mechanic tied to the product's three-tier heat lineup.
Client: Blue Diamond Almonds
Agency: TBWA\Chiat\Day LA
Role: Art Director
Selected Works
→ Thon SongToyota
→ Toyota RetailToyota
→ Great Frozen Pizza ExpeditionFreschetta
→ Get Your TV TogetherDIRECTV
→ Ride CandyToyota
→ Horrorble DecisionsDiscover Financial
→ I Am HomeRewilder x UPRISERS
→ Xtremes ChallengeBlue Diamond Almonds
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© Andrew Bae 2026