Nintendo Yoshi eggs: a product that never existed, built with AI, 15M impressions

The idea

The Super Mario Galaxy Movie was landing in theaters on 1 April 2026. Every screen, every feed, every partnership was going to carry the same key art. We wanted the one thing a launch like that never has: a product you could pick up.

So we invented one. A brand of Yoshi eggs. White shell, green spots, six to a carton, the carton in the film’s night-sky purple with the logo and the release date on the lid, a barcode on the side. Then we put it where eggs live: the refrigerated aisle of a grocery store in New York, between the juice and the cheese.

No stunt on a landmark, no billboard. A shelf. The most ordinary place on earth, with one thing on it that should not exist.

Built with AI, start to finish

This is the part that matters for anyone planning a launch. The product, the packaging, the shots and the variants were all produced with AI, from a real reference of the aisle.

• The product. The egg and the carton were designed and rendered with AI from a handful of references: Yoshi’s egg from the games, real egg cartons, the film’s key art. No 3D modelling from scratch, no packaging mock-up sent to print.
• The production. The film was built on real footage of the store. AI put the product in the hand, on the shelf, in the light of the aisle, with the reflections and the slightly shaky phone framing that make it read as caught, not made.
• The variants. Once the product exists, every new shot is cheap. Closed carton, open carton, the egg held to the camera, the shelf full of cartons. Different cuts for different platforms, a follow-up for a part two, all from the same asset, in days rather than weeks.

That last point is the real shift. A CGI film used to be one film. With an AI pipeline, one idea becomes a product line: the same egg in another store, another city, another format, without starting over.

Why it travelled

• People wanted it. The comment that came back most was “wish it was real”. That is the reaction a product launch dreams of, and it came from a product that does not exist.
• It looked found, not made. Phone framing, real aisle, real light. The film is shot like someone who just spotted it and had to show you.
• The joke is instant. Yoshi lays eggs. Eggs come in cartons. Nobody needs the film explained.
• The date does the work. “Only in theaters April 1” on the lid. The product is the ad, and the ad is a thing you would buy.

The results

• 5 million views on the film
• 15 million earned media impressions, as the video was picked up across the internet
• 500K total engagements
• $0 in paid media

The film itself went on to the biggest global opening of 2026 and passed one billion dollars worldwide, per Wikipedia. Our egg carton was one small, very shareable piece of that spring.

What this says about how we work

We have delivered 150+ campaigns in 14 countries, on 750+ screens, for 3B+ earned and owned media. The Yoshi eggs show the other side of the same team:

• One team, idea to file. The concept, the product design, the production and the cuts came from the same people. No hand-off, no agency-to-studio delay.
• AI where it makes you faster, craft where it makes you believable. AI built the product and the variants. The eye for the shelf, the light, the framing and the joke is ours.
• Real places, whether the media is bought or not. The same month, we stole a necklace off a real Netflix billboard on Sunset Boulevard. Here, no media at all. Both feel real because both start from a real location.
• Built to multiply. A DOOH film for a screen, a social film for the feed, a product that can appear in ten stores: we design for versions from day one, because that is where the reach comes from.

Launching something with a date on it? Send us the brief and we will show you what it could become, on a screen or on a shelf.